GOLDTOE #MoreThanPretty

GOLDTOE needed to move beyond generic sock brand perception and prove athletic credibility to millennial female consumers who expect both performance and style. Women in fitness are often judged on appearance first, and HireInfluence built the idea on a parallel: athletes asserting they are more than pretty, alongside a sock brand asserting it is more than an accessory, giving a low-involvement, commoditised category a reason to be treated as a performance decision.

The #MoreThanPretty campaign hand-selected 12 female athlete influencers across micro, mid-tier and celebrity tiers, who shared personal stories about being more than surface-level while integrating GOLDTOE socks into their training. They posted Instagram feed posts and Stories built around real workouts, keeping a functional product story native rather than reducing creators to product demos.

The deliberate tier mix pursued reach and engagement depth at once, and a branded hashtag tied 12 separate accounts into one campaign platform on Instagram. HireInfluence reports 33M impressions, 1.4M engagements and a $0.035 cost per engagement. Every figure comes from the agency's own case study page: impressions and engagements are not broken down by tier, no engagement rate, spend or commercial outcome is disclosed, and the INFLOW Global Summit award is agency-level recognition announced by the agency itself, validating its body of work rather than this campaign's specific results.